Keynote Speaker
Senior Manager, PR and Communications, Dubai Department of Economy and Tourism
A seasoned Emirati PR and Communications professional with over a decade of experience in strategic and corporate communications, integrated marketing campaigns, and senior leadership and C-suite profiling across local and global media, as well as high-profile public platforms. Currently serving as Senior PR and Communications Manager at the Dubai Department of Economy and Tourism (DET), leading communications initiatives that drive the Dubai Economic Agenda (D33) and strengthen Dubai’s positioning as a leading global destination for business and leisure, while overseeing bilingual content development, media relations, crisis communications, and senior stakeholder engagement, with a focus on aligning narrative, reputation, and policy priorities through credible storytelling and strategic collaboration across the public and private sectors.
Sarah will host a panel on day two of EMEA CHRIE 2026, featuring senior leaders from key destination stakeholders, including Emirates and Dubai Airports, offering an integrated, end-to-end view of the traveller journey. The session will examine how destination marketing, traveller experience, and service excellence come together to drive performance, trust, and long-term visitor engagement.
Sarah Salman a seasoned Emirati PR and Communications professional with over a decade of experience in strategic and corporate communications, integrated marketing campaigns, and senior leadership and C-suite profiling across local and global media, as well as high-profile public platforms. Currently serving as Senior PR and Communications Manager at the Dubai Department of Economy and Tourism (DET), leading communications initiatives that drive the Dubai Economic Agenda (D33) and strengthen Dubai’s positioning as a leading global destination for business and leisure, while overseeing bilingual content development, media relations, crisis communications, and senior stakeholder engagement, with a focus on aligning narrative, reputation, and policy priorities through credible storytelling and strategic collaboration across the public and private sectors.
Sarah will host a panel on day two of EMEA CHRIE 2026, featuring senior leaders from key destination stakeholders, including Emirates and Dubai Airports, offering an integrated, end-to-end view of the traveller journey. The session will examine how destination marketing, traveller experience, and service excellence come together to drive performance, trust, and long-term visitor engagement.